Lewnes joined Adobe after a 20-year tenure at Intel, where she helped build global demand for the Intel brand from consumers, business professionals and key computer channels. Recently, we had the privilege of interviewing Adobe CMO Ann Lewnes about the role of marketing in this transition. While ever-present today in 2018, this was not the case in 2013 when Adobe made a then-radical pivot to a subscription model. ISV leaders know that an astounding 84% of net new software is now being delivered as Software as a Service (SaaS). However, many independent software vendors (ISVs) have now pivoted to a subscription-based model to meet increased market demands for great functionality, free trials and seamless onboarding, providing OpEx pricing that’s predictable and easier on corporate and individual budgets. Zuora CEO Tien Tzuo was the first to coin (and trademark) the term “The Subscription Economy,” to describe the trend of buying and using digital products and services on a pay-as-you-go (or grow) model.
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